Holiday Inn, Bloomsbury, London. • Explore how you can test, report and optimise your digital fundraising strategy to show improved ROI
• Integrate digital in your current fundraising strategy • Create more opportunities to interact and engage with supporters • Develop a culture that will allow you to respond to new trends
Official Sponsors:
#ifundraising www.institute-of-fundraising.org.uk
75 25 The potential of digital and mobile to transform fundraising is well documented, and in an ever changing landscape, charities are exploring new and exciting ways to engage with supporters and increase donations. Digital fundraising is full of opportunities and this two day conference will show you how charities are testing, reporting and optimising their digital fundraising strategies. And of course, there’s a difference between just bolting on a digital element to offline activity, and creating a fundraising campaign which has digital at its heart.
“Innovative people talking about innovative things – a place to learn about the trends before they become the norm” Ed Cervantes-Watson Innovation Delivery-Senior Manager Cancer Research UK
Featuring some of the most successful digital campaigns this year, this conference will enable you to create a culture that will allow you to respond to new trends and imbed digital throughout your organisation.
HOW CAN WE HELP YOU?
Connect with us at @ioftweets
Programme Day One Monday 22nd September
11am
Coffee & networking
11.20am
Discussion - Using video vox pop & Vines
Content is key to successful digital fundraising and it is video, Vox pops and vines that seem to be the most popular format. This discussion will look at how this type of content can be used most effectively and how to determine what works for your organisation. 9am 9.30am
Registration & refreshments Opening remarks from the Chair
Angharad McKenzie, Head of Supporter Development, WaterAid. Anne Marie Huby, Managing Director & Co-founder, JustGiving
9.40am
What is your digital strategy?
What are your ambitions for your charity’s digital strategy? This session will delve into the strategies of two brilliant charities with two very different approaches to using digital methods of fundraising.
10.20am
Cancer Research UK
Child’s i Foundation
Cancer Research UK are in the process of transition towards a digital first approach to their fundraising & marketing products. By focussing the central digital team’s attention on creating sector leading online content, they are pushing their marketing teams to take the lead in the production of their online marketing channels.
Who we are: Child’s i Foundation believes children should grow up in families, not orphanages. We’ve proved it’s possible to find families for abandoned children instead of placing them into long- term care in Uganda. Now we want to change the lives of other children around the world.
James Gadsby Peet, Digital Marketing Specialist, Cancer Research UK
Kirsty Stephenson, Digital Strategist & Project Planner, Child’s i Foundation
Thames Reach
Scout Association
A major part of Thames Reach’s recent campaign was to use blogs, social media channels and Vox Pop film to whet the appetite of their audience.
Scout Association will talk about their experiences of generating engaging digital content, particularly with regards to involving beneficiaries as co-creators and using their supporters to help share.
Martyn Robson, Business Development Manager Thames Reach
Chris James Creative & Brand Advisor Scout Association Lynn Roberts, Digital Communications Manager Scout Association
12.00pm
Growing your audience with mobile and social
The average smartphone user reaches for their handsets an average of nine times a day with most of that time being spent on social networks. Understanding the link between mobile and social is therefore key for any new fundraising campaign. Jonathan Waddingham, Social & Labs Product Manager, Just Giving
12.40pm
Pecha Kucha
A presentation style in which 20 slides are shown for 20 seconds each. The participants of this session have been asked to talk about how they have been using digital leaving you with inspiring ideas to take back to your organisation.
Integrated Campaigns
The total and seamless integration around the central proposition of ‘Reserving a Place at Christmas’ across the entire campaign - offline, online, social media, video thank you, and emails - all integrated as one, made this the most ground-breaking and innovative campaign by Crisis.
Zennon Hannick, Product Owner, Comic Relief Adam Birchall, Director Business Development, Barclays Tom Latchford, CEO, Raising IT Iain Williams, Director, InstaGIv
Richard Moody, Head of Individual Giving, Crisis Derek Roberts, Direct Marketing Executive, Crisis
Symbols key: Case Study i-Fundraising Digital & Mobile Conference 2014
Strategy
Pecha Kucha
Insight
i-Fundraising Digital & Mobile Conference 2014
Discussion
Programme Day One Monday 22nd September
Coffee & networking
3.20pm
How responsive is your organisation? The #nomakeupselfie campaign and trends of a similar nature have raised millions.
1.10pm
Lunch & networking
2pm
SESSION ONE
SESSION TWO
Generating new donors via email had been somewhat of a challenge for the charity sector. In this respect, it was an unproven channel. Alzheimer’s Research recent campaign didn’t just generate donors; it delivered essential information and created connections with prospects who may not otherwise have heard about our work.
Find out how to adapt your digital content for mobile devices, tailor it to your audiences’ needs and meet your online goals. Jo will use the example of new.girlguiding.org.uk to illustrate how to develop personas, improve content management, and make mobile content work for you rather than against you.
Generating donors via email
3pm
Many articles have commented on just why these campaigns are so successful, from their mobile nature to the emotional triggers pulled by shared photographs.
Better content for mobile
Aaron Eccles, Senior Social Media Manager, Cancer Research UK
4pm
Digital innovation
Drawing from their numerous successes and learning in this field Google will talk about what they see as the future of digital fundraising and how your organisation can use this to your advantage. Alex Nickolay-Kell, Senior Industry Head, Google
5pm
Closing remarks from the Chair Angharad McKenzie, Head of Supporter Development, WaterAid
Carolyn Causton Marketing Manager, Alzheimer’s Research
2.30pm
Jo Kerr Head of Digital Communications Girlguiding
SESSION ONE
SESSION TWO
Video - the driving force behind email marketing
The power of scripts in digital & social media
Generating new donors via email has been somewhat of a challenge for the charity sector. This session will look at how World Vision have developed great results in a relatively unproven channel.
This interactive session will introduce us to the psychological concept of scripts. Scripts provide us with a new way of thinking about the supporter behaviours we want to change or reinforce. As we become more adept at spotting these patterns and expectations we have two options: to harness established scripts and go with the grain, or to disrupt them as means of generating impact and cut-through.
Esther Mathai Marketing Manager, World Vision UK
Natalie Horne, Strategy Director, Prime Decision
Symbols key: Case Study
i-Fundraising Digital & Mobile Conference 2014
Strategy
Future
Insight
i-Fundraising Digital & Mobile Conference 2014
Discussion
Programme Day Two Tuesday 23rd September
9am
Registration & refreshments
9.30am
Opening remarks from the Chair
11.20am
Coffee & networking
11.50am
Raising income through text - the legal side
Angharad McKenzie, Head of Supporter Development, WaterAid Adam Birchall, Director of Business Development, Barclays
9.40am
Philippines SMS regular giving appeal This campaign was hugely innovative because it: • • • •
Required a new product that met the appeal’s time constraints Was the DEC’s first ever regular giving ask Repositioned the DEC from a ‘first response’ organisation to one that also offers ongoing support Uniquely fused the urgency of an emergency with a request for longer term support.
The proposition will be incorporated into the supporter journey for all SMS donors to all future appeals.
12.50pm
Potential changes to European rules on mobile payment processing could hinder SMS donations. Vir2 Ltd will guide you through what you can do to keep up with ongoing developments.
BWB will run an interactive Q&A based around data protection in the context of digital fundraising and mobile fundraising and answer any other digital legal queries you may have.
Roger Craven, Director Vir2 Ltd
Joanna Stokes, Solicitor Bates Wells Braithwaite
Lunch, networking and questions
The DEC could consider testing this ask to credit card donors, by capturing mobile numbers and SMS opt-ins. This could further explode this innovation’s impact. Kathryn Brooke, Direct Marketing Manager, DEC
10.20am
Unlocking the potential for mobile fundraising
A panel discussion on innovations within mobile fundraising featuring panellist charity organisations and Barclays from the corporate sector. Topical discussion to focus on how we are looking to embrace mobile technologies within the sector. Craig Linton, Fundraising Director, RLSB Jack Miller, Head of Fundraising & Income Generation, Victim Support Meredith Niles, Head of Innovation, Marie Curie Milon Veasey, Director of Mobile Solution Specialists, Barclays Martin Wilson, Innovation Project Manager, RNLI
Symbols key: Case Study
i-Fundraising Digital & Mobile Conference 2014
Discussion
Legal
Expert
i-Fundraising Digital & Mobile Conference 2014
Programme Day Two Tuesday 23rd September
1.50pm
Ask the expert
4pm
Friends of the Earth
This session will leave you with practical tips to take back to your organisation.
Following the success of its recent Bee Cause campaign that embraced the use of SMS in frundraising, Friends of the Earth have launched an innovative fundraising campaign that allows people to donate to text in, or upload, their photos of what makes the world special to them. The photos could then be shown on the new 40m digital motion screens at London Waterloo station.
Oisin Lunny, Senior Market Development Manager, OpenMarket Tom Latchford, CEO, Raising IT
2.50pm
Thinking outside the box...
This session will look at how Friends of the Earth have used lateral thinking to create strong integrated products and campaigns that are tailored to their organisational needs.
What really makes for a successful digital fundraising campaign? This session will provide you with the chance to put your questions to our panel of Digital Experts and find out about their tried and tested techniques.
Do’s & don’ts - Shareable content
Kath Heath Project Manager Friends of the Earth
The shape and size of digital media used to promote WWF’s campaigns, successes and challenges. Hear about the attribution of channels and the interplay of TV advertising. Shelley Haliburton, Digital Marketing Manager, WWF UK
4.40pm
Closing remarks from the Chair Angharad McKenzie, Head of Supporter Development, WaterAid
15.30pm
Coffee & networking
Symbols key: Case Study
i-Fundraising Digital & Mobile Conference 2014
Discussion
Legal
Expert
i-Fundraising Digital & Mobile Conference 2014
Prices IoF Individual member 1 Day £195; 2 Days £295 Non-member 1 Day £250; 2 Days £350 Commercial 1 Day £300; 2 Days £400
or JOIN IoF when you book your conference place and benefit from both discounted membership and conference attendance at member rate:
1 Day £275 or 2 Days £395 GROUP tickets available for IoF Organisational members - send three delegates for just £500.
Email: events@institute-of-fundraising.org.uk
How to book
ONLINE www.institute-of-fundraising.org.uk/ifundraising For further details contact the IoF Events Team on: 0207 840 1040
Connect with us: @ioftweets #ifundraising
If you work in the NFP sector, why not join IoF when you book? You will benefit from the member’s rate for the conference. AND 12 months’ Associate membership! i-Fundraising Digital & Mobile Conference 2014
www.institute-of-fundraising.org.uk/ifundraising